Albanian Radio and Television – Towards Public Service Media: Expanding to Online Multimedia and Remodelling its Relationship with Audiences

The focus of this policy brief is on the contingencies of the transformation of RTSH into PSM – its political dimension and funding model. It then explores the application of multimedia strategies in the digital area and a remodelling of RTSH’s relationship with its audiences.

Themes: Institutional CommunicationMedia and Democratization
Blerjana Bino


Despite noticeable progress, RTSH is adjusting its remit, operations and performance with a reluctant pace. One of the underlying factors might be that the speed of RTSH’s transformation is slower than the changes in the landscape in which it operates and the publics it serves. Furthermore, its transformation is affected by contingency factors such as the political, economic and sociocultural context in Albania.

The publication in English is available HERE.

The paper was produced within the project “The prospect and development of public service media: Comparative study of PSB development in Western Balkans in light of EU integration” that investigates the position, role, functioning, and the future of public service broadcasters in seven countries in the Western Balkans – Albania, Bosnia and Herzegovina, Croatia, Montenegro, Macedonia, Kosovo and Serbia, taking into account the specific context in which these services developed and the role the European Union played in such processes. The project is implemented by the Center for Social Research Analitika in partnership with the University of Fribourg.

This project is financed by the Swiss National Science Foundation, through the SCOPES (Scientific cooperation between Eastern Europe and Switzerland) programme.